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The Hyatt Regency Milwaukee last month completed a $19 million renovation that included the addition of a Regency Club for frequent travelers.

Kathy Bergstrom

Special to The Business Journal

Milwaukee-area hotels are making sure their business travel guests know that it pays to be loyal.

U.S. business travel is projected to decline 5.6 percent this year, according to the U.S. Travel Association. Hotels are looking for a way to keep their share of the business travel pie, and at some local hotels that can mean providing extra services or perks frequently targeted at their most faithful guests.

One local industry consultant says hotels can’t expand their amenities too broadly because of declining business. He sees more of a trend toward hotels rewarding guests through national chain incentive programs.

The Hyatt Regency Milwaukee last month completed a $19 million renovation project that included a Regency Club for frequent travelers on the hotel’s top floor. The club, which opened in April, was created out of space formerly devoted to the presidential suite and one additional guest room.

Regency Clubs are a Hyatt program, but not all Hyatt properties have them, said Gerald Rappaport, general manager of the Milwaukee Hyatt.

The Hyatt program calls for guests who pay for access to the club to receive a free continental breakfast, snacks in the afternoon and hors d’oeuvres at night, Rappaport said. They typically have an honors bar that offers guests the opportunity to make their own drinks at a reduced price.

The local Hyatt upgraded its Regency Club to offer a hot breakfast, and the bar also is staffed with a bartender in the evening.

Rather than charging an access fee, the club is complimentary to all Hyatt Gold Passport frequent guest program members. The hotel also allows all of its preferred business travelers, whose companies have negotiated national or local rates, free access to the club.

“We found that frequent travelers are looking for a way to be recognized and are looking for added value,” Rappaport said.

The club is convenient for guests, but it also creates a feeling of exclusiveness, he said.

The Regency Club also includes a business center where guests can plug in their laptops or use provided computers and printers. The hotel has another full business center in the lobby for other guests.

“We certainly see less travel from certain sectors of the economy, and we certainly see companies restricting travel to a great degree to curb costs,” Rappaport said.

He estimated the hotel’s business travel might be down 20 percent.

“We were looking for a competitive advantage in the local marketplace,” Rappaport said. “We were looking for a way to really recognize and reward our regular customers.”

Crowne Plaza’s exec levels

The Crowne Plaza in Wauwatosa has two executive levels with rooms to appeal to business travelers, said John Marko, general manager. The hotel opened in March 2008 and Marko said business travelers represent about 65 percent of guests.

The eighth floor has a business center, with a complimentary breakfast and hors d’oeuvres in the evening from Sunday night through Friday morning.

The seventh-floor executive level is designed to cater to women business travelers with amenities that include flowers in the room, pink hair dryers for breast cancer awareness, a pantry and magazines.

“It’s a little more comfortable setting, a little more private,” he said.

Greg Hanis, president of industry consultant Hospitality Marketers International Inc. in Pewaukee, said the industry generally is not adding many new services or amenities because of the recession.

The hotel chains learned from the post-Sept. 11 recession that it’s not the time to force new programs onto their franchisees.

He sees hotels increasing promotion of the services they already offer to make sure guests are aware of them.

“I’m not seeing them go overboard with offering new services,” he said. “They’re not cutting back on services, and they’re trying to hold rates so that they can maintain the services.”

One area where Hanis does see more incentives being offered is the frequent travel programs operated by the chains. They might lower the number of points required to get a free night’s stay or make other changes.

Fares Andrawes, general manager of the Wyndham Milwaukee Airport Hotel & Convention Center, said the property’s switch from the Sheraton to the Wyndham brand about a year ago has offered a more attractive rewards program to guests and that has benefited the hotel.

The hotel also now offers a program called “The Choice is Yours” for its repeat guests, who are mostly business travelers. Guests can choose from a list of amenities such as a fruit and cheese plate in their room, beer or wine at no extra charge.

Brookfield Suites Hotel in Brookfield also has begun offering services like complimentary beer delivered to the guests’ room on arrival, said Matt Drusch, director of sales. The hotel also has upgraded its manager’s reception to make it a tailgate reception that is more of a meal.

Complimentary wireless Internet is another popular perk for business travelers, Drusch said. Guests are looking for anything that will cut the cost on their general travel, he said.

Drusch has noticed that companies are now booking travel for their employees and negotiating corporate rates rather than the individual traveler making the decision.

Those corporate clients often negotiate for free shuttles or other services, he said.

“I think it’s really just making sure that the services and the amenities that you offer are going to be a cost savings, and they’re going to allow for the business traveler to get the most bang for their buck,” he said.

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